Google’s Vehicle Listing Ads (VLAs) offer auto advertisers a powerful way to showcase their inventory to customers who are actively searching for vehicles. These ads are designed to target high-intent buyers and present a streamlined, performance-focused approach that leads to more qualified leads and sales.
In this blog, we’ll explore what Vehicle Listing Ads are, why you should use them, and how you can optimize your campaigns.
What are Vehicle Listing Ads and why should you use them?
VLAs are a lower-funnel ad format tailored to auto advertisers. These ads allow dealerships and car sellers to promote their entire inventory directly on Google’s Search Engine Results Page (SERP). A key benefit of VLAs is their ability to showcase essential details, such as:
- The vehicle’s make and model
- Price
- Mileage
- An image of the vehicle
- The advertiser’s name
Users can make more informed purchasing decisions, resulting in higher-quality leads for advertisers. Since VLAs are featured prominently above traditional text ads, they can drive significant engagement from car shoppers who are ready to buy.
Vehicle ads are accessible through Google’s Performance Max (PMax) campaigns, and all you need is a vehicle feed uploaded to Google Merchant Centre. For auto advertisers, this is a game-changer for showcasing their full inventory while improving their audience’s browsing experience.
What do Vehicle Listing Ads look like?
VLAs appear at the top of the Google search results, above traditional text ads. Each ad features a high-quality image of the vehicle along with key information such as price, model, and mileage, providing a snapshot for potential buyers. These visually rich ads capture attention and cater to users ready to make purchasing decisions.
Where are Vehicle Listing Ads available?
Although VLAs are an exciting opportunity, their availability is limited to select countries. Currently, VLAs are available in open beta in:
- The United States
- Canada
- Australia
In recent months, Google has expanded their reach to include the UK, France, and Germany, with more countries likely to follow.
How to optimize your Vehicle Listing Ads
A successful VLA campaign relies heavily on the quality of the data feed you upload to Google Merchant Centre. Here are our top tips for optimizing your vehicle feed:
- Use high-quality images: A clear, high-resolution image of the vehicle from multiple angles can make a difference in grabbing the attention of potential buyers.
- Highlight unique selling points: Add detailed descriptions that emphasize the differentiating features of each vehicle; whether it’s top-of-the-line safety features, luxury add-ons, or exclusive offers.
- Provide comprehensive information: Identify and benchmark key attributes that appear with your vehicle ads, such as images, vehicle details, and pricing. This will ensure your feed is fully optimized and aligned with relevant search terms and competitive pricing.
- Test and learn: Regularly test various descriptions, images, and listings to see what resonates most with your audience. Continuously refine your feed based on what performs best.
Adthena’s data on Vehicle Listing Ads
At Adthena, we offer advertisers insights into how Vehicle Listing Ads are performing, including:
- Search terms: Understand the specific search terms that trigger your vehicle ads and refine your feed to capture more relevant queries.
- Benchmark pricing: Compare your vehicle prices against those of competitors to ensure you’re competitive in the marketplace.
- SERP attributes: Identify and benchmark other attributes that appear alongside your vehicle ads, such as images, vehicle details, and pricing.
- Spot trends: Discover which vehicles are being promoted more or less, and find opportunities to improve your inventory’s visibility and performance.
Next steps to driving success
Google Vehicle Listing Ads are a must-have tool for automotive advertisers looking to stand out in a crowded marketplace. By optimizing your feed, using high-quality images, and leveraging data-driven insights, you can turn VLAs into a powerful driver of sales and leads for your business.
Request a demo or speak to one of our search consultants today to see how Adthena can help you get the most out of your Vehicle Listing Ads.
